Dorchester Collection’s Everyday Extraordinary Documentary
London-based luxury hotel group Dorchester Collection has partnered with British filmmakers Astronaut Creative to produce a documentary about hotel staff grooming.
Everyday Extraordinary looks behind the scenes at a series of styling events and catwalk shows featuring staff members dressed in the hotelier’s range of uniforms. Created at The Dorchester in London, staff members were filmed attending workshops on make-up and hair styling. They also received tuition on how to walk the runway by British model Julian Okines before taking part in a catwalk show.
The film is intended to promote Dorchester Collection’s dedication to staff grooming and will feature on the group’s career and main websites. It is also a positive move for the brand in terms of promoting staff morale, with one team member commenting that the experience was “a good example of how well we’re looked after and the treatment that we get [from Dorchester Collection]”.
In a similar move, UK-based airline Virgin Atlantic launched a glamorous internal magazine called Runway in 2011, which aimed to encourage flight attendants to take pride in their Virgin-branded appearance.
Hospitality companies must establish brand values such as quality and professionalism in every aspect of their service, including staff presentation. In The Uniform of Travel, Stylus explored the importance of staff uniforms, which can be used to demonstrate core values such as a focus on provenance and locality.
Uniforms also offer the opportunity for brand collaboration. US airline Virgin America partnered with American clothing brand Banana Republic to create a uniform for the airline’s in-flight and airport crew in 2012. Read more about this in In-Flight Tie-Ups and Brand Collaboration: What’s Your Cultural Value?